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Full Funnel Marketing- Bryan Burdick at TechConnect Bangalore

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Full Funnel Marketing- Bryan Burdick at TechConnect Bangalore

  1. 1. Full Funnel Marketing
  2. 2. > OVERVIEW THE > THE PLATFORM > THE SOLUTIONS SUCCESS > Agenda
  3. 3. It’s a Data-Driven “ALWAYS-ON” Multi-Channel World
  4. 4. B2B Marketing Leaders Face 5 UNSTOPPABLE TRENDS
  5. 5. There will be WINNERS & LOSERS You’ll thrive or become extinct
  6. 6. #1 UNSTOPPABLE TRENDS Marketers are overfishing in the bottom of the funnel. 2 out of 3 marketers feel their program mix is not meeting the demands of the sales pipeline. Source: BtoB magazine: Online Marketing: The Next Frontier, March 2012
  7. 7. #2 UNSTOPPABLE TRENDS Attribution is Everything. Choose Your Metrics Wisely. You wouldn't measure a lead-off hitter the same way you'd measure a clean-up hitter.
  8. 8. #3 UNSTOPPABLE TRENDS The Campaign Is Dead. It’s an Always-On, Multichannel World.
  9. 9. #4 UNSTOPPABLE TRENDS Modern Marketers Cannot Scale without an Integrated Marketing Stack Gartner projects that by 2017 the CMO will spend more on IT than the CIO does.
  10. 10. #5 UNSTOPPABLE TRENDS Data is King. IBM says 2.5 quintillion bytes of data are created daily. That means 90% of the world's data has been generated in the past two years.
  11. 11. Importance of Nurturing 10 PIECES OF CONTENT ARE CONSUMED BEFORE A PURCHASING DECISION IS MADE Google’s Zero Moment of Truth ON AVERAGE B2B PURCHASES 7MAKERS INVOLVE DECISION Gartner Group THE VALUE OF PURCHASES ARE 47% HIGHER FROM NURTURE LEADS Gartner Group
  12. 12. Agenda > OVERVIEW THE > THE PLATFORM > THE SOLUTIONS SUCCESS >
  13. 13. The Bizo Background 2 of top 50 b2b brands /3 775500++ CClliieennttss 120M+ BBuussiinneessss pprrooffeessssiioonnaallss ccooookkiieedd FULL FUNNEL SOLUTIONS FULL FUNNEL SOLUTIONS B2B sites 222555000000+++ 90% of the US Business Population TARGET BY Industry Company Size Job Function Seniority Geo Bizo Marketing Platform core product
  14. 14. *Gartner Group **Google’s Zero Moment of Truth START FINISH Brand awareness Engagement Conversion Qualification Work opportunity and close the deal! 90% 10% Sales Marketing MUST fill the gap Key Drivers of Bizo BUYER’S JOURNEY - An average of 7 people are involved in most buying decisions at a firm of 100-500 employees* - 10 pieces of content are consumed before a purchasing decision is made** Forrester Research
  15. 15. The Bizo platform and business audience data have been audited and certified by BPA Worldwide 120+ MILLION targetable business professionals
  16. 16. B2B Marketing Objectives Goal #1 REACH Reach the right target audience, at scale Goal #2 CONVERT Nurture prospects to convert Goal #3 ACQUIRE Increase velocity to acquire customers MEASURE throughout the funnel and optimize
  17. 17. MEASURE throughout the funnel and optimize Goal #1 Hurdles to Scaled Success COST-EFFICIENCY REACH Reach the right target audience, at scale HURDLE LEAKY FUNNEL Goal #2 CONVERT Nurture prospects to convert Goal #3 ACQUIRE Increase velocity to acquire customers DRIVING BLIND LEAKY FUNNEL *Smart Insights, B2B Landing Page Bounce Rate, 2014 **B2B campaign conversion rates range from 1-5% according to Sirius Decisions Benchmark Survey. ***Eloqua Benchmark 2012
  18. 18. > THE BIZO OVERVIEW > THE PLATFORM > THE SOLUTIONS SUCCESS > Agenda
  19. 19. Upper Funnel : Reach BIZO PROSPECTING TARGET NEW AUDIENCES • Bizographic Targeted Advertising for: • Display • Video • Social NURTURE EXISTING AUDIENCES • Multi-Channel Nurturing • Anonymous Nurturing • Known Nurturing Awareness = Precision + Scale >> Create Custom Audience Segments Reach Them Wherever They Travel Online >
  20. 20. Whereve YOUR PROrSPECTS GO BIZO IS THERE
  21. 21. Lower Funnel : Nurture BIZO PROSPECTING TARGET NEW AUDIENCES NURTURE EXISTING AUDIENCES • Multi-Channel Nurturing • Anonymous Nurturing • Known Nurturing > Stop the Leak - 95% Don’t Convert* Marketing Automation for Display > - 80% Don’t Open Emails** >More, Better, Faster *B2B campaign conversion rates range from 1-5% according to Sirius Decisions Benchmark Survey. **Eloqua Benchmark 2012 • Bizographic Targeted Advertising for: • Display • Video • Social
  22. 22. Lower Funnel : Anonymous Nurturing Serve Messages Based on WHO They Are & WHAT They’re > Doing on Your Site SEGMENT SEQUENCE AUTOMATE Create nurture streams and customize & sequence messaging Always on & constantly optimizing Identify the audiences that matter most Home Page Only Visitors Higher Level Message Engaged Visitors – Product Page A Use Case / Bene its Message WEEK 1 MESSAGE WEEK 2 MESSAGE WEEK 3 MESSAGE WEEK 1 MESSAGE WEEK 2 MESSAGE WEEK 3 MESSAGE
  23. 23. Full Funnel : Measure Understand Performance at Every Stage of the Funnel UPPER FUNNEL ANALYTICS • Repeat Visits • Engagement • Pageviews per visit • Visits per visitor • Leads • CPA/CPL . • Brand Recall • Targeted Reach • Targeted Website Traffic Lift • Branded Search Lift LOWER FUNNEL ANALYTICS > Measure the Right Metrics at Each Stage >
  24. 24. Upper Funnel Analytics
  25. 25. Lower Funnel Analytics
  26. 26. Full Funnel Analytics
  27. 27. Case Study Bizo Multi-Channel Nurturing Objectives Target Audience Results Increase conversions of anonymous to known leads, generate new sales opportunities, and increase revenue Creative and media professionals 211 new Bizo-driven sales opportunities from known and anonymous prospects; 350% ROI
  28. 28. The most effective platform for marketers to reach audiences, nurture prospects and acquire customers Enhanced performance driven by better targeting, relevance and measurement Sponsored Content Share relevant content with a quality audience in a professional context B2B Marketing Get to the right people with precision-focused B2B multi-channel marketing
  29. 29. Full Funnel Marketing BIZO REACH Reach precise audiences via business demographic-targeted display, social and video 1 • Bizographic Targeted Advertising for: • Display • Video • Social 2 BIZO NURTURE Nurture anonymous & known prospects through social & display advertising • Multi-Channel Nurturing • Anonymous Nurturing • Known Nurturing 3 MEASURE THROUGHOUT Measure the impact through full funnel analytics • Brand Recall • Targeted Reach • Targeted Website Traffic Lift • Branded Search Lift • Repeat Visits • Engagement • Leads
  30. 30. Thank You!

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